EDMONTON - The California Wine Fair is making its way back to Edmonton after a two-year absence. The show provides the opportunity to sample more than 300 wines from over 100 producers representing California’s vast array of regions, grape varieties and styles.

While bypassing Edmonton, the show continued annual visits to other Canadian cities, including Calgary. Rick Slomka, Canadian director of California Wines, explained the decision to cut Edmonton from the tour as “primarily budget-driven.”

Slomka added, “When we became aware of these budget pressures our initial thinking was to alternate Calgary and Edmonton. That plan went by the wayside when we discovered we could not secure venue space in Edmonton when we needed to.”

The Alberta market is a significant one for California wines. During the past five years, case sales of California wines have increased by 105 per cent in the province, Slomka says, compared to overall market growth of 26 per cent. Alberta also represents the highest market share for California wines in Canada.

The absence of the CWF also affected the Citadel Theatre, the show’s charitable partner. Without the show, the Citadel “lost out on potential annual revenue of $50,000,” says Sydney Stuart, Citadel manager of fund development. Funds raised by the CWF contributed significantly to the Citadel’s community programs, including providing tickets to students and scholarships to their Robbins Academy programs.

Needless to say, the Citadel is “incredibly thrilled” to have the event back, says Stuart.

Does the CWF’s return this year means that Edmonton will again be a regular part of the annual tour? Slomka’s response, while positive, was non-committal since CWF’s funding is only confirmed on a year-to-year basis.

Slomka would say that making our city an annual stop is in California Wines’ strategic plan “given the importance of Edmonton and the provincial market.”

Bottom line is that all of us — restaurateurs, wait staff, wine retailers and consumers — need to get out and support these major shows if we have a hope in hell of attracting and keeping them. Let’s make it impossible for them to even consider not coming back.

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